When customers or employees look at my website, logo, pamphlet or storefront, what do they see? Every aspect of my company says something about who we are and what we have to offer. Branding is important for every company to set itself apart from the competition and define its mission for both customers and employees.
1> Builds A Stronger Customer Bond
Branding is the first impression your company will have a prospect. A strong brand is able to express the importance of their products, mission, policies or services to their customer base with good branding. In order to form a bond with the customer, a brand needs to be transparent and authentic. Branding is the combination of marketing and advertising elements that form a cohesive snapshot of a company. Without a good branding strategy, companies are not going to be able to express their nature to their customer base. As branding gives values and benefits insight into a company, it helps them form a bond. Customers are more likely to care about a brand when they understand what the direction of the company is and “buy-in” to the feeling the brand portrays.
2> Your Employee Are Your Advocates
A company can get increased reach when their employees become advocates for the company. Employees are more likely to work harder and spread a positive message by word-of-mouth recommendation when they are proud to be part of their company. With a clear brand and supportive messaging, employees are more likely to share content and become brand advocates. This drives internal culture and gives employees a common message they can rally around.
3> Supports Marketing and Advertising Efforts
Great branding can make it easier for employees to do their jobs. With a clear company message and personality, branding makes the job of the marketing and advertising teams easier by providing a backbone for their efforts. Strong branding and content will establish materials that could be used by the sales and advertising team to support customer needs and improve the draw for new leads.
4> Drives a Higher Price Point
Great branding makes a company more desirable to its target audience. A company like Starbucks or Apple is more valuable because of branding alone. While a product or service is important, it is the brand that makes the company stand out from the other companies in its industry. Good branding focuses on “why” a company does what it does. If your company can present a solid case for why you are doing what you do, then your customer base is more likely to pay top money for it.
5> Builds a Loyal Customer Base
When your customers finally choose to convert and make a purchase, it is branding that will either make or break the relationship. If your customers have a good experience that doesn’t just end with the purchase decision, then they are more likely to return for future purchases. Loyal customers are more valuable since your company only has to pay to gain the lead and get them through the sales funnel once. Great branding makes customers want to remain with the company and then tell others about their experience. Customer advocates are the most valuable marketing tools your company can use to change minds and persuade leads.
The Bottom Line: Brand Image Matters
Brand image is important for any business. When consumers buy a product or service, they aren’t just buying a product or service; they’re buying what your brand stands for. That’s why it’s so important to design your brand image to convey exactly what you want it to say.